The Â£350 million redevelopment of the old East West precinct in Stoke-on-Trent due for completion in 2015 is to be launched with the new name of City Sentral.

BRANDS

New Stoke-on-Trent development to be rebranded City Sentral

13 September 2011 | by The Retail Bulletin

The Â£350 million redevelopment of the old East West precinct in Stoke-on-Trent due for completion in 2015 is to be launched with the new name of City Sentral.

The new 650,000 sq ft shopping centre, developed by Realis Estates, will include a mix of stores, MSUs, cafés & restaurants, as well as a multi-screen cinema and 80-bed hotel. There will also be a new bus station and parking for 1,000 cars.

Duncan Mathieson, managing director of Realis Estates commented: “These are exciting times for the redevelopment of the East West Centre. With work on the bus station already underway and negotiations with the key anchor tenants at an advanced stage, we are delighted to be launching our strong new City Sentral branding at BCSC. It denotes the start of the shift from planning and preparation work on the scheme towards leasing and delivery. We are hoping to be able to announce the names of the anchor tenants at BCSC – so watch this space.”

The new City Sentral brand, has been designed by London creative agency Underscore. As well as providing a new face for the project, Realis said the name will position the scheme as a central focus for the area, while highlighting the importance of Stoke-on-Trent as a city in its own right.

Mathieson continued: “The use of the ‘S’ in ‘Sentral’ reflects the very nature of the scheme – Stoke-on-Trent as central – while also giving it stand out quality. This is a project that is at the centre of the city’s ambitious regeneration plans and is also at the heart of a large but highly accessible catchment area of shoppers and visitors.”

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